THE LIVE DRONE BEACH REPORT
| Title | THE LIVE DRONE BEACH REPORT |
| Brand | SUPER-PHARM |
| Product/Service | LIFE SUN SCREEN & 'SUN SAFE HOURS' AWARENESS |
| Category |
B01. Education & Awareness (incl. Fundraising and Advocacy) |
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Entrant
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BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
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Idea Creation
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BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
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Media Placement
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BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
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PR
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BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
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Production
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BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
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Credits
| Yossi Lubaton |
BBR Saatchi & Saatchi |
CEO |
| Idan Levy |
BBR Saatchi & Saatchi |
Executive Creative Director |
| Ronni Azulay |
BBR Saatchi & Saatchi |
Copywriter |
| Yuval Zuckerman |
BBR Saatchi & Saatchi |
Art Director |
| Ben Muskal |
BBR Saatchi & Saatchi |
VP Group Account Head |
| Noa Sharf |
BBR Saatchi & Saatchi |
Account Supervisor |
| Ronny Chaikin |
BBR Saatchi & Saatchi |
Account Executive |
| Shai Nissenboim |
BBR Saatchi & Saatchi |
Chief Strategy Officer |
| Roni Arisson |
BBR Saatchi & Saatchi |
Strategic Planning Supervisor |
| Eva Hasson |
BBR Saatchi & Saatchi |
Creative Coordinator |
| Dorit Gvili |
BBR Saatchi & Saatchi |
Head Of Production & Content |
| Maya Palmon |
BBR Saatchi & Saatchi |
Producer |
| Eran Harel |
BBR Saatchi & Saatchi |
Producer |
| Idan Kligerman |
BBR Saatchi & Saatchi |
Social & Digital Director |
| Liron Cohen |
BBR Saatchi & Saatchi |
Digital Copy |
| Ronit Doanis |
BBR Saatchi & Saatchi |
Traffic Director |
| Avia Ben Ishay |
BBR Saatchi & Saatchi |
Traffic |
| Dan Deutsch |
BBR Saatchi & Saatchi |
Photography and Editing |
| Roei Galitz |
BBR Saatchi & Saatchi |
Drone Activation |
| Guy Mador |
BBR Saatchi & Saatchi |
Drone Activation |
| Live Video Production |
Go Live |
Live Video Production |
| Ben Ben-Baruch |
Self employed |
Live Broadcast Narrator |
| Jonathan Lang |
BBR Saatchi & Saatchi |
Chief Creative Officer |
The Campaign
Super-Pharm decided to help Israelis by creating a new tool - broadcasting the 1st ever Live Drone Beach Report: A Facebook Live aerial feed of Israel's busiest beaches that began airing 30 minutes before 'Sun Safe Hours'.
This meant beach goers could scan the beaches right before leaving home, or when they were already on their way and still find the beach with the perfect spot – but not the crazy dangerous sun.
Creative Execution
After building anticipation for the Live Drone Beach Report Broadcast, on the weekend of August 12th, we posted drone flying teams all over Israel's beaches. While the drones filmed the beaches from above, on the ground we filmed a presenter to comment and report on the state of the beaches.
The video feeds were then relayed to our broadcast van which edited the footage in real time and broadcast the live feed to Super-Pharm's Facebook page where a ticker ran along the bottom of the feed. The ticker told people what beach the drone was reporting from and gave people other pertinent information.
In between beach filming sequences, we aired valuable tips around Sun Safe awareness and got our presenter to answer people's comments and questions in real time, live.
The Live Drone Report became SUPER PHARM'S most popular post
30,000+ views in 1 Hour
100+ interactions / minute
Countless comments for the report to become a staple weekend service.
But more importantly, less people were exposed to the sun's harmful rays
and more people are now aware of Sun Safe Hours
To get the word out we targeted Super-Pharm Facebook Fans and their social feeds and began building up anticipation for the Live Drone Beach Report Broadcast a few days before the weekend, when beaches typically fill up with families, youngsters and seniors looking to profit from a day in the sun. As Israel's third most active FB page, Super-Pharm was in a good place to get word of the initiative out to fans. As such it put out posts that informed the brand's Facebook fans & followers of the broadcast and inviting them to tune in.
News of the initiative was also spread through some targeted Facebook ads directed at women aged 25-40, but news of the broadcast mostly spread organically.
Needless to say that on the day itself, fans checking their social feeds before leaving home got notified of the live broadcast when visiting their Facebook account.